COntent - personalized content creation by marketer and machine

In the COntent project, we delve into the opportunities that generative AI offers for the content marketer and guide Flemish SMEs with its application within their content marketing activities. Every day, new content generation tools appear on the market which on the one hand makes this technology more accessible. On the other hand, this also makes it more difficult to navigate through the multitude of possibilities.

Because of the controversy that recently arose, there is a need for clarity on how the Flemish SME can make a sustainable impact on its business using this technology.

This project therefore aims to show Flemish SMEs, or more specifically content writers and players within communication and content agencies:

Show them how their content marketing activities can be automated and optimized using this technology;
inspire and guide them in producing personalized, textual content using fully developed content generation cases;
raise awareness about legal and ethical aspects of automated content generation.

This research will offer a 360° perspective by including strategic, technological, legal and ethical aspects in the development of a number of practical use cases tailored to the needs of Flemish SMEs.

Robothand bedient toetsenbord van computer

Sep '23 / Sep '25

PWO

"The COntent project aims to support communications and content agencies in their content generation activities through use generative AI. Marketers can take advantage of the power of NLP and generative AI to generate personalized content through co-creation. The goal is to make content generation faster and easier, allowing marketers to better focus on other important aspects of their work. COntent aims to provide marketers with relevant and tailored content, allowing them to reach their target audience more effectively."

This text was not written by the researchers themselves, but was generated based on keywords and the title of this project by ChatGPT, an AI creation tool recently launched by Open AI. Despite the enthusiastic reception of this technology, there is also much uncertainty about how it will affect our work but also our society. Within this project, we look at this question from the point of view of communication and content agencies. Their job is to create relevant, personalized content that allows Flemish companies to better reach and retain their target audience. However, this is very labor intensive and requires the necessary creativity. We are investigating how AI can support them in this.

This project will on the one hand sensitize Flemish companies about the possibilities of AI-driven content generation and show how humans and machines can work together in co-creation. We want to identify and remove the possible barriers around the acceptance and adoption of AI within this context. We therefore look at this issue from a strategic, technological, legal and ethical point of view. On the other hand, concrete content generation cases will be developed that show how Flemish marketers themselves can get started with the technology when producing content. All developed cases will be disseminated in the form of practical digital files and a podcast.